Marketing Management and

Marketing EnvironmentSubject : Marketing Management

SYBCOM (Sem III)

Prepared by – Ms. Dhvani Rathod

Marketing involves anticipating, identifying, and

satisfying customer needs so as to benefit the

customers, organisation and its stake holders.

Philip Kotler and others define, ‘Marketing

management as the art and science of

choosing target markets and getting, keeping,

and growing customers through creating,

delivering and communicating superior

customer value.’

Features of Marketing

Systematic process

Ideas, goods and services

Target markets

All pervasive

Customer satisfaction

Competitive advantage

Corporate image

Expansion of business

Organisational objectives

Marketing environment

Integrated approach

Societal interest

Need / Importance of Marketing

Customer satisfaction

Competitive advantage

Corporate image

Customer relationship

Expansion of business

Economies of scale

Efficiency

Organisational objectives

Optimum use of resources

Brand loyalty (repeat purchases and

recommendations)

Brand equity

Brand image

Benefits to stakeholders

Functions of Marketing

Management

Planning

organising

staffing

coordination

directing

Decision making

controlling

others

Marketing Functions

Marketing research

Branding

Advertising

Product design

After sale service

Sales promotion

Salesmanship / personal selling

Pricing

Physical distribution

Customer relationship management

MIS

Test marketing

Scope of Marketing

Goods

Services

Ideas

Experiences

Events

Persons

Organisations

Places

Properties

Information

Components of Marketing

Environment

Marketing Environment

External

Micro Macro

Internal

Micro Environment

Customers

Competitors

Suppliers

Channel intermediaries

society

Macro Environment

Demographic environment

Economic environment

Natural environment

Technological environment

Political environment

Social and cultural environment

Legal environment

International environment